In celebration of the highly anticipated premiere of the novel-turned-series, Good Omens, Amazon Prime Video brought Armageddon to Austin at this year’s South by Southwest (SXSW) with a city-wide activation–The Garden of Earthly Delights.

To create a press-worthy experience that generates national buzz around the launch of Good Omens. Amazon Prime Video sought to create an immersive experience to stand out in downtown Austin that aligned with the overall Good Omens campaign story, to get people talking about Good Omens, and to drive tune-ins.

Amazon Prime Video’s Good Omens: Garden of Earthly Delights at SXSW sought to create a visually stunning, shareable and totally unique experience.

Good Omens follows an unlikely duo, the angel Aziraphale and demon Crowley, as they team up to prevent the Apocalypse. Why? The end of the world arrives on May 31, 2019 and this duo, frenemies since the beginning of time, don’t want their earthly lifestyles to halt. At Good Omens: Garden of Earthly Delights at South by Southwest (SXSW), Amazon Prime Video kicked off the beginning of the end.

The Garden’s guiding principles included to create a modern take on a classical biblical setting, to immerse attendees in the world of Good Omens and its cheeky humor, to surround attendees with Aziraphale’s and Crowley’s favorite earthly pleasures, to be visually stunning, to draw people in with simple hooks and get them to stay with cool in-world touchpoints, to be open during the day and at night to maximize reach and to be shareable at every touchpoint.

To build a world that considered every festival attendee, media member, influencer, and Neil Gaiman super-fan, the following elements were activated:

• In-World Programming: Programming throughout the consumer activation provided rotating and dynamic moments that ensured continual and on-brand entertainment designed to be shareable.

• Brand Partners: To elevate the experience for festival-goers, the Garden integrated both national and local brand partners including Smartwater, Austin Beerkworks, William Chris Vineyards, Fistful of Bourbon, Austin Animal Center, Sexy Hair, Butter LONDON/COSMEDIX and Twitch.

• Street Teams: To drive awareness of the show and entice attendees to visit the Garden, street teams stationed throughout SXSW mirrored the signs of the apocalypse from the series, from angels, chattering nuns, demons and witchfinders to the penultimate motorcycle ride of the Four Apocalyptic Horsemen and their masses of loyal followers. With more than 79 actors, street teams covered the streets of Austin and SXSW–traversing 1,200+ miles.

From Friday, March 8 through Monday, March 11, more than 13,000 festival attendees were captivated by the Garden’s uniquely eccentric yet relaxing atmosphere while apocalyptic characters roamed the streets of Downtown Austin, warning of impending doom.

The 20,000-square-foot space featured a 25-foot hand-carved tree that served beer and wine, a Hellhound Puppy Pen with adoptable puppies from a local Austin animal center, heavenly and hellish treats from local Austin eateries, and a replica of Crowley’s infamous 1926 Bentley as well as an A.Z. Fell & Co. pop-up bookshop photo booth for super-fans.

Along with the robust daily programming, the Garden played host to two media partner parties, Buzzfeed and Entertainment Weekly, featuring special appearances by Jon Hamm, Michael Sheen, David Tennant, author Neil Gaiman and performances by Questlove, Dan Deacon and Almost Queen. The Garden hosted 65 celebrities from Paris Hilton to Kathy Griffin, Retta and more!

The Garden has earned consistent buzz with 147 media placements including CNBC, AdWeek, Entrepreneur, Quartz and PR Week. Top headlines include:

• Is This Heaven? No, It’s an Amazon Prime Activation at SXSW, Adweek

• Amazon Prime Video’s And BuzzFeed “Good Omens” Launch Party Made Us All Say “Hell Yaaaaaas”, Buzzfeed

• Good Omens brings the End Times to SXSW, Yahoo!

• “The Winners: Amazon’s Apocalypse,” QUARTZ

Overall, the Garden has seen extraordinary results including:

• 6.47 Billion Media Impressions

• 147 Media Placements

• $102.97 Million Total Ad Value

• More than 13,000 Total Attendees, exceeding projections by 92%

• 619,000 Earned Impressions from in-activation Snapchats

• 152 Press Hits

• 147 Media Attendees

• 23 Media Tours

• Approximately 65,000 Samples Distributed

• Approximately 35,000 Premium Giveaways Distributed

• 1,200 Miles Traveled by Street Teams

• 20,000 Branded Newspapers Distributed

• More than 11,000 Photo Booth Shares